💬 SMS Marketing for VIPs: How to Make Your Top Customers Feel Like Royalty |
Let's be real: when someone gives you their phone number, that's a big deal. |
It means they trust you. They like you. Maybe they even love you. |
So how do you treat those loyal SMS subscribers? |
By making every text message count. |
In this guide, we'll show you how to hunt down your VIP customers and send texts that keep them engaged and feeling special. |
Step 1: Understand Who Your VIPs Really Are |
Sure, everyone who signs up for your SMS list is important. |
But let's take it a step further and start grouping VIPs by behavior. This helps you send messages that are truly relevant (and effective!) |
Here's how to break it down: |
The Big Spenders: These are the customers dropping the most cash on your products. Define a revenue threshold that's above your average customer spend. Anyone who crosses that line? VIP status unlocked. The Frequent Flyers: Maybe they're not dropping a ton in one go, but they're shopping a lot. Set a purchase frequency benchmark, and when someone beats it – boom, VIP. The Blended Types: These customers check both boxes: they spend often and spend big. This is your sweet spot for loyalty. The Highly Engaged: Don't forget your click-happy crowd. If someone's regularly interacting with your texts (even if they haven't purchased much yet) they're showing major interest. That's worth nurturing.
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Once you've built these segments, it's go-time. Now the fun part: messaging. |
Step 2: Text Like a Human (Not a Robot) |
SMS is one of the most personal marketing channels out there. It lives right next to group chats, family threads, and late-night memes. |
So keep it casual. |
Say "hi" instead of "hello." Ditch the corporate jargon. Write like you're texting a friend – but a friend who loves your products and shops often. |
Korean beauty brand Laneige does this really well: |
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The more natural your tone, the more likely your VIPs are to actually read and respond to what you send. |
Step 3: Make Them Feel Seen |
Personalization isn't just about using a first name (although that helps). It's about showing customers you know them. |
Text your VIPs based on their preferences, purchase history, and behaviors. Here's how that might look: |
Reminders when they're due to restock a product they've bought before Exclusive drops based on their favorite categories Early access to seasonal collections they've shown interest in Loyalty point updates with nudges to redeem rewards
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Check out Reebok's product launch text as an example: |
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Think of it like texting a friend: "Hey, I saw this and thought of you." |
That's the energy you want to channel. |
Step 4: Share the Good Stuff First |
If you want people to feel like VIPs, give them VIP treatment. |
That means texting them before anyone else hears about: |
Sales Product launches Discount codes Flash events Free shipping perks
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Here's how Lucky Brand keeps their best customers happy via text offers: |
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Exclusivity makes people feel special. And feeling special builds loyalty. |
You don't need to overthink it. Even a short text like: "VIPs only: 24 hours of 20% off. Use code TEXTME20. Ends tomorrow!" …can go a long way. |
Step 5: Don't Just Sell – Support |
Here's something a lot of brands forget: texting is a two-way channel. |
So when your VIPs reply with questions or feedback, make sure you're ready to answer. |
And no, that doesn't mean staffing a 24/7 hotline. Even having smart automations in place can make a big difference. |
Try setting up keyword replies like: |
"TRACK" → sends tracking link "HELP" → routes them to support "SIZE" → shares your size guide
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Here's a great example from Sierra Madre: |
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You can also route replies to your help desk or support team for follow-up. |
Giving your VIPs access to quick help via text is next-level service. |
Step 6: Sync It Up With Email |
Here's where the magic happens: SMS and email, working together. |
Some messages are better suited for inboxes (like long newsletters). Others are perfect for a short, timely text (like restock alerts or flash sales). |
But when you use both together in a coordinated way? You're unstoppable. |
For example: |
Send a teaser via email, then follow up with a nudge via SMS Deliver rewards or discounts through both channels so no one misses it Use email for deeper storytelling, then text for quick reminders
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This cross-channel approach creates a seamless experience, and makes sure your VIPs stay in the loop, no matter where they're checking in. |
Grab your email subscribers' phone numbers with a tailored email like Heyday does: |
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In a Nutshell… |
VIP customers are your ride-or-dies. They trust you enough to hand over their phone number, and they expect that trust to be rewarded. |
Treat them like royalty by: |
✅ Speaking to them like real people
✅ Personalizing based on their behavior
✅ Giving them early access and perks
✅ Offering support via SMS
✅ Syncing SMS with email for a polished experience |
Get this right, and SMS won't just be another marketing channel. It'll be your most powerful tool for loyalty, retention, and real customer relationships. |
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